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 Facebook Ends Targeted Ads for UK Users After Landmark Legal Case

Facebook's parent company, Meta, has agreed to stop targeting users with ads based on personal data after facing legal action from a UK-based privacy advocate.

Tanya O'Carroll, a tech policy expert and human rights campaigner, filed a lawsuit in 2022 demanding that Meta stop using her personal data for targeted advertising. The case has now led to a major shift, opening the door for other UK users to opt out of invasive ad tracking.

Why Did Facebook Face Legal Action?

O'Carroll, who has used Facebook for nearly two decades, discovered the extent of Meta’s data tracking when she became pregnant in 2017. Suddenly, her feed was flooded with baby-related ads—before she had even shared the news with close friends and family.

"I found it unnerving," she explained. "Facebook had already determined that I was pregnant before I told people in my private life."

She argued that Meta’s targeted advertising system qualifies as direct marketing under UK law, giving users the legal right to object. The UK’s General Data Protection Regulation (GDPR) requires businesses to allow users to opt out of direct marketing, a stance supported by the UK’s Information Commissioner’s Office (ICO).

Meta’s Response & The Legal Outcome

Meta initially resisted, arguing that ads are targeted at groups of at least 100 people rather than individuals. However, the ICO ruled that Meta must respect users’ rights and offer a clear way to opt out of ad tracking.

As a result, O'Carroll successfully forced Meta to stop using her personal data for targeted advertising. This sets a precedent for UK users who want greater control over how their data is used.

"If others want to exercise their right, they now have a gateway to do so, knowing the UK regulator will back them up," O’Carroll said.

Will Facebook Introduce a Paid Subscription in the UK?

Following the ruling, Meta hinted at launching an ad-free subscription service for UK users, similar to its model in Europe. In this system, users can pay a monthly fee to remove ads from Facebook and Instagram.

A Meta spokesperson defended targeted advertising, saying:
"Facebook and Instagram cost significant money to build and maintain. Our services remain free for British users because of personalized advertising. These ads also help businesses reach customers and support economic growth."

While Meta continues to advocate for its ad-supported model, the legal case marks a victory for digital privacy. UK users now have a clearer path to opting out of intrusive tracking while still accessing Facebook for free.

What This Means for UK Facebook Users

• UK users may now be able to opt out of targeted advertising based on personal data.
• Meta could soon introduce a paid, ad-free option similar to its subscription model in the EU.
• The ruling sets a legal precedent, empowering more users to take control of their online privacy.

For those concerned about digital privacy, this case highlights the growing power of consumers to challenge big tech’s data policies—and win.